Protect the brand while pursuing short-term targets in conversion rate optimisation.
Building Digital Conversion Rate Optimisation Strategies
A structured, applied course in conversion rate optimisation — designed to be used the week you return.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about conversion rate optimisation that tries to reach everyone reaches nobody. Attribution in this area of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. The difficulty is not agreeing that the marketing and commercial practice capability matters — it is deciding what to stop doing to make room for it. Work is grounded in real cases drawn from conversion rate optimisation, which each participant adapts to conditions in their own organisation. It is appropriate for those preparing to take on wider responsibility for this area of marketing and commercial practice. Participants finish able to explain the wider marketing and commercial practice agenda to a non-specialist audience without losing precision. The course sets out a working method for conversion rate optimisation that participants can apply the week they return. Comparative studies of the practice within marketing and commercial practice across sectors find the same handful of failure points recurring. The programme ends where implementation begins, with this aspect of marketing and commercial practice broken into steps someone can start on Monday.
Expected Learning Outcomes
Identify the failure points in conversion rate optimisation most likely to cause loss, and control them first.
Set measurable objectives for conversion rate optimisation tied to revenue rather than reach.
Translate policy on conversion rate optimisation into procedures that hold up under day-to-day pressure.
Handle the trade-offs in conversion rate optimisation between speed, cost and assurance explicitly rather than implicitly.
Design the qualification criteria that stop effort being wasted in conversion rate optimisation.
Plan expansion of conversion rate optimisation into new segments or markets deliberately.
Who Should Attend
Brand and communications specialists shaping conversion rate optimisation.
Retail and channel managers executing conversion rate optimisation in the field.
Product managers whose proposition depends on conversion rate optimisation.
Customer experience managers improving conversion rate optimisation.
Consultants and advisers supporting clients on conversion rate optimisation.
Anyone whose accountability for conversion rate optimisation exceeds their current formal training in it.
Course Modules
Conversion rate optimisation: pricing, value and discount control
2 sessions · 8 pointsSession 1Keeping customers acquired through conversion rate optimisation
- Map the decision journey for conversion rate optimisation and mark where the choice is actually made.
- Build the content that answers the buyer's real question about conversion rate optimisation.
- Map the handovers in conversion rate optimisation between functions and secure them.
- Document the sales process for conversion rate optimisation so a new joiner can follow it.
Session 2Handling the objection to conversion rate optimisation that ends most conversations
- Script the three most common objections in conversion rate optimisation and the responses.
- Set the review interval for conversion rate optimisation and who attends.
- Measure lifetime value from conversion rate optimisation, not just first purchase.
- Confirm that contractual obligations around conversion rate optimisation are understood.
Conversion rate optimisation: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Defining the audience for conversion rate optimisation narrowly enough to matter
- Establish what evidence demonstrates conversion rate optimisation is under control.
- Set objectives for conversion rate optimisation in revenue terms with a timeframe.
- Choose the next segment for conversion rate optimisation and state why it is next.
- Establish the boundary of conversion rate optimisation and record what sits outside it.
Session 2The cost of conversion rate optimisation and how to present it
- Record the rationale for each significant choice made about conversion rate optimisation.
- Verify six months later that changes to conversion rate optimisation have held.
- Describe the buyer for conversion rate optimisation specifically enough to name who is excluded.
- Confirm that those complying with conversion rate optimisation understand why it exists.
Conversion rate optimisation: channels, content and creative
2 sessions · 8 pointsSession 1The handover between marketing and sales in conversion rate optimisation
- Estimate the resource conversion rate optimisation requires to run as designed.
- Build the report on conversion rate optimisation that answers whether to spend more or less.
- Structure pricing for conversion rate optimisation against perceived value.
- Define qualification criteria that disqualify quickly in conversion rate optimisation.
Session 2Comparing conversion rate optimisation with recognised practice
- Check that conversion rate optimisation still works when volumes rise unexpectedly.
- Test creative for conversion rate optimisation at small scale before full commitment.
- Close out actions on conversion rate optimisation rather than leaving them open indefinitely.
- Set the discount authority for conversion rate optimisation and require justification.
Conversion rate optimisation: the customer journey and decision points
2 sessions · 8 pointsSession 1Qualifying out of conversion rate optimisation early and without guilt
- Build the internal briefing that explains conversion rate optimisation to those affected.
- Assign responsibility for keeping documentation of conversion rate optimisation current.
- Review whether short-term tactics on conversion rate optimisation are damaging the brand.
- Design the retention action triggered when a customer of conversion rate optimisation goes quiet.
Session 2The hard cases in conversion rate optimisation and how to reason about them
- Rehearse the briefing on conversion rate optimisation that would follow an incident.
- Name a single owner for each element of conversion rate optimisation.
- Review whether conversion rate optimisation is aligned with the objectives of the commercial team.
- Agree the attribution model for conversion rate optimisation and state its known limits.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.